Planning
We start by discussing the appropriate research for your client, their needs and their budget. All of our segmentation research is conducted the same way, and meets the same high analytical standards, but varies in the breadth of issues that we explore for the client. Read more about our range of segmentation products.
Respondent Sourcing
Perhaps your client has a list of customers or prospects with opt-in email addresses. If not, we can identify a group of panel participants meeting our specifications, or source respondents through the client’s website, or even seed invitations in appropriate groups online. In order to achieve statistically significant results, we target 400 completed survey responses — the more, the merrier (and we don’t charge by response, so your cost is the same whether you have 400 responses or 4,000).
Survey Development
Each survey is customized for the client. With our flagship custom research, the entire survey is customized from the ground up. With our lower priced packages, some parts of the survey are standardized but the attitudinal and messaging elements are customized. Either way, you and your client participate in strategizing the survey that makes the most sense for your client’s goals. Once approved, the survey is built online, incorporating an incentive that will be compelling to your target respondents.
Respondent Invitations
If we’re sourcing respondents from your client’s list, you develop an email invitation providing a link to the online survey (we’ll provide suggested copy elements). If we’re using pay-per-click ads to reach respondents, you’ll develop the ads (again, we’ll help with copy). If we’re using a panel provider, we handle everything on our end.
Segmentation Analysis
Once the desired number of responses have been gathered, we begin analysis of the data. Segments will be determined through multivariate analysis, and other respondent characteristics (i.e. demographics, preferred messaging, etc.) will be profiled against the attitudinal segments.
Agency Presentation
Once we have the data crunched, it’s time to share it with you! We’ll review the research results, help you understand the attitudes defining the segments, and walk through your Interactive Segmentation Workbook with all of the customizable charts you’ll need to help your team and your client use the data for better marketing.
Client Presentation and Tools
In the case of full custom packages, we’ll also prepare and present an extensive, customized presentation for your client, touching on key questions examined in the research. We’ll also provide segment “cheat sheets” and training aids as needed.
Learn More
To read more about why attitudinal segmentation is important, how it works and how your clients can benefit, download our “Why Audience Audit” whitepaper.
